Charlie Paige

27% of TR

DTC Revenue

I built the direct channel from the ground up, from multi-country finance and inventory segmentation through to the storefront and the campaigns that brought customers to it. Every piece was set up to scale alongside the wholesale business rather than compete with it, so growth could come quickly without disrupting the retailers who'd built the brand. DTC grew to 27% of total revenue within one year.

34%

Repeat Purchases

By creating a lifecycle program across email and SMS that established the first order as the start of a relationship, not the end of a transaction. Segmentation and automated flows which kept messages relevant, and developing seasonal campaigns that gave customers a regular reason to come back. A 34% repeat purchase rate was achieved across the average customers lifetime.

3.1%

Site Conversion Rate

I designed the homepage, collections, and product pages around one goal: helping shoppers move from discovery to confidence to checkout. Brand storytelling gave people a reason to care, and clear layouts, reviews, and frictionless navigation gave them what they needed to decide. Providing the site with an average 3.1% site conversion rate over the first year. An above average result for online apparel.

Building A Direct-To-Consumer Foundation.

Client

Charlie Paige

DTC Market Strategy, Social Media Management Ecommerce Design, Campaign Development, Art Direction.

Roles

Timeline

1 Year

Charlie Paige was founded in 2012 to create exceptional fashion for outstanding women, and for years it reached them through retailers. In 2024 Charlie Paige decided to expand their B2B operation to DTC and I was brought in to lead that expansion. The goal was to take an established B2B operation and build a scalable, consumer-first commerce channel into it’s existing operations.

Overview

B2B systems are built for purchase orders, not shopping carts. Inventory, finance, fulfillment, and customer data were all set up to serve retailers, and launching across multiple countries added tax, currency, and shipping complexity on top. The brand also needed a consumer-facing presence that could tell its story directly, something it had always left to retail partners.

The Challenge

I started with the foundation, because a beautiful storefront can't survive broken operations. That meant working with Accounting to configure multi-country finance and tax. Co-ordinating a segmented inventory between B2B and DTC so neither channel could oversell the other, and integrating the platforms into a modern DTC business that ran on: NetSuite, Skubana, product management, loyalty, reviews, shipping, and returns. Working alongside a development agency, I designed the multi-regional Shopify experience holistically across the homepage, collection pages, and product pages, balancing brand storytelling with usability so every touchpoint supported discovery, confidence, and purchase intent.

The Approach

Launch was the starting line, not the finish. I built a full lifecycle marketing strategy across email and SMS, with acquisition, engagement, and retention campaigns powered by targeted segmentation and automated flows designed to scale with the business. Social content introduced the brand directly to consumers for the first time, and a series of seasonal campaigns gave customers regular reasons to return and gave the business a rhythm to plan around.

The final deliverable was a DTC channel that worked on day one and kept working as it grew, led by someone who could speak to finance, operations, developers, and creative in the same week and keep each team moving toward the same launch.

The Results

Ecommerce & Operations

Led the end-to-end launch of a multi-regional Shopify experience, transforming an established B2B operation into a scalable DTC channel.
Configured multi-country finance and tax, and segmented inventory between B2B and DTC to protect both channels.
Managed integrations with NetSuite, Skubana, product management, loyalty, reviews, shipping, and returns platforms.

Web Design & Development

Designed the homepage, collection pages, and product detail pages to balance brand storytelling with usability and conversion.
Partnered with a development agency to bring the designs to life, keeping creative, technical, and business requirements aligned through launch.
Structured every touchpoint to support discovery, build purchase confidence, and drive intent.

Lifecycle & Campaign Marketing

Developed and executed a full lifecycle strategy across email and SMS, covering acquisition, engagement, and retention.
Built targeted segmentation and automated flows designed to scale with the business.
Created social content and launched seasonal campaigns that introduced the brand directly to consumers and kept them coming back.

Running A Production That Serves An Entire Launch.

An apparel launch needs a lot of imagery, and it all has to feel like the same brand. Homepage banners, collection pages, product shots, email headers, social content, and seasonal campaigns all draw from the same well, so I planned each shoot as a single production built to supply every channel at once rather than a social video with extras tacked on.

The average launch covered more than 100 products shot across three to four locations over two months. I set the art direction first, defining the mood, styling, and shot list so every frame had a destination before the cameras rolled. From there I scouted and secured venues that suited each collection, booked talent who reflected the women Charlie Paige was designed for, and handled the logistics that kept every set running, from scheduling to catering. On shoot days, I directed for both the polished hero imagery the site needed and the candid, in-motion content that performed on social.

Each production delivered a library of assets that carried its launch across every touchpoint. Getting there took the same skill set the rest of the project did: seeing the full picture, planning backward from what each channel needed, and keeping a lot of moving parts pointed at the same goal, season after season.